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European rail operators are sharpening their focus on China as outbound travel from the country accelerates, with Spain, Switzerland and regional booking platforms promoting new and upgraded rail experiences to win back high-spending Chinese tourists.
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Chinese Outbound Recovery Puts Europe’s Rails in the Spotlight
Publicly available tourism and payments data indicate that Chinese outbound travel to Europe has been rebuilding through 2024 and 2025, with strong demand for slower, experience-focused itineraries. A recent cross-border consumption trends report from Mastercard highlights Spain as one of the standout beneficiaries: spending by Chinese cardholders in Spain between July 2024 and June 2025 rose faster than in France, Switzerland or Germany, underlining growing interest in the country’s tourism offer.
Analysts point to several overlapping factors behind this shift. Long-haul travelers from China are showing more interest in rail-based journeys that combine multiple destinations and scenic landscapes, particularly in Western Europe. At the same time, Schengen visa recovery, expanded air capacity and more competitive euro exchange rates have made extended multi-country trips more attractive for Chinese visitors planning once-a-year or once-in-a-lifetime vacations.
Against this backdrop, rail has become a central product for tourism boards and transport groups eager to differentiate their destinations. From high-speed services linking major hubs to panoramic trains crossing alpine passes, European networks are being repositioned as part of a curated “rail holiday” rather than simply a means of point-to-point transport.
Industry observers note that this approach fits closely with evolving travel behavior among Chinese outbound tourists, who increasingly seek immersive experiences, smaller-group trips and independent itineraries that can be customized around interests such as food, nature and culture.
Spain Leans on High-Speed Network and Luxury Tourist Trains
Spain is leaning heavily on its extensive rail infrastructure to capture Chinese interest. Transport and rail sector briefings compiled in 2024 and 2025 show that the country now operates almost 4,000 kilometers of high-speed lines, giving it the largest high-speed rail network in Europe and the second-largest globally after China. This dense network connects major tourism gateways such as Madrid, Barcelona, Seville, Valencia and Málaga in under three hours, enabling visitors to combine several regions in a single journey.
Spain’s liberalized high-speed market, with Renfe, Ouigo España and Iryo competing on core routes, is also pushing down fares and increasing frequencies. Trade coverage notes that Spain became the first European country to host three competing high-speed operators, creating more choice for international leisure travelers who can cross-shop services on key routes like Madrid–Barcelona and Madrid–Valencia. For Chinese tourists used to frequent, competitively priced high-speed services at home, this level of connectivity is seen as a strong selling point.
At the same time, Spain is reviving its rail tourism heritage segment. Renfe’s latest campaign for its luxury tourist train portfolio shows an expanded 2024 and 2025 program, including iconic products such as the Al Ándalus and El Transcantábrico, which package rail travel with upscale accommodation and regional excursions. These slow-travel itineraries along the Andalusian and northern coasts aim to appeal to long-haul markets looking for all-inclusive, multi-day journeys.
Tourism promotion agency Turespaña has stepped up its activity in China with dedicated trade days in Shanghai and other cities, where rail connectivity and themed train experiences feature prominently in presentations aimed at tour operators. According to published coverage of these roadshows, Spanish and Chinese partners are exploring more rail-inclusive packages that link high-speed services with city stays, gastronomy and UNESCO-listed sites popular with Chinese travelers.
Switzerland Markets Scenic Rail as a Signature Chinese-Friendly Product
Switzerland is investing in its long-standing reputation for scenic train rides as it courts the returning Chinese market. Promotional material from the Swiss Travel System for 2024 outlines an integrated network of panoramic routes, branded as the “Grand Train Tour of Switzerland,” that can be combined under passes such as the Swiss Travel Pass. These routes include famous named trains crossing lakes and alpine passes that have long been staples of Asian and particularly Chinese group itineraries.
A flagship example is the GoldenPass Express, a panoramic service running between Montreux on Lake Geneva and Interlaken in the Bernese Oberland. According to official route documentation and trade manuals, the upgraded GoldenPass Express has created a seamless journey of around three hours and fifteen minutes between these two major tourism centers, with multiple daily departures introduced from mid-2023 onward. The line links directly into other scenic corridors and mountain railways frequently featured in Chinese-language brochures.
Chinese travelers are also being actively targeted through rail-specific digital tools. Rail Europe, a major international distributor of European train tickets, launched a WeChat Mini Program in Beijing in late 2024, designed to allow users in China to research, price and purchase rail products including the Swiss Travel Pass in a familiar mobile ecosystem. Company information on the launch highlights the inclusion of Swiss national rail SBB and panoramic trains within a catalog of more than 200 European rail providers.
Diplomatic moves are adding further momentum. Switzerland has secured reciprocal visa arrangements with China that allow short-term visa-free visits for Swiss citizens, while Chinese tourists continue to benefit from streamlined visa options via Schengen. Tourism analysts suggest that this administrative stability, combined with strong rail branding and easy digital access to tickets, positions Switzerland as a high-value rail destination for affluent independent Chinese travelers and small groups.
Pan-European Rail Passes and Digital Platforms Target Chinese Market
Beyond individual countries, regional products such as Eurail passes and multi-operator booking platforms are increasingly tailoring their outreach to Chinese consumers. Eurail, the company behind the Eurail and Interrail passes, reported a record year in 2023 and has stated publicly that it is building on that performance with campaigns to sustain demand in 2024 and 2025. The passes provide access to train and some ferry services in more than 30 European countries, making them a natural fit for long-haul travelers interested in multi-country itineraries.
Although Eurail does not publish market-level passenger breakdowns in detail, earlier initiatives tied to the EU–China Tourism Year already identified China as one of its most important non-European source markets. Marketing collaborations have focused on themed rail itineraries featuring heritage sites and scenic routes across Spain, Switzerland, Italy and other countries favored by Chinese travelers. The current rebound in outbound tourism is prompting renewed attention to those routes and the digital channels that can reach potential buyers in China.
Ticket retailers are also localizing their services to reflect Chinese payment and communication habits. Rail Europe’s WeChat Mini Program and other China-facing booking interfaces adopt mobile-first design, integrate local payment methods and provide Chinese-language customer support and itinerary inspiration. Publicly available announcements about these tools underscore their role in simplifying complex cross-border journeys that combine multiple operators, classes of service and reservation rules.
Industry observers note that these features are particularly important for rail, where timetables, seat reservations and supplement fees can vary significantly by country and carrier. For Chinese travelers accustomed to fully digital domestic transport ecosystems, seamless mobile planning and booking in their own language is increasingly seen as a prerequisite rather than a bonus.
Competition Among European Destinations Intensifies for Chinese Tourists
The emergence of rail as a core offering for Chinese tourists is sharpening competition among European destinations. Mastercard’s cross-border spending data shows that while Spain is currently gaining ground, traditional favorites such as France and Switzerland remain strong, and Germany, Italy and Central European countries are also promoting rail-based journeys as part of their Chinese outreach.
Reports from European rail industry bodies point to continuous investment in rolling stock, signaling and customer-facing technology, often supported by EU research and innovation programs that prioritize modal shift from air and road to rail. These investments are expected to improve punctuality, capacity and comfort, factors that directly influence perceptions among long-haul visitors comparing Europe’s network with China’s extensive high-speed system.
For now, Spain’s combination of a dense high-speed grid and revived luxury tourist trains, Switzerland’s carefully curated panoramic routes and digital accessibility, and the continent-wide reach of products such as Eurail and the Swiss Travel Pass are giving these markets an edge as Chinese outbound tourism normalizes. However, tourism analysts caution that maintaining this advantage will require sustained engagement in China, continued investment in station and onboard services, and pricing strategies that keep rail competitive with intra-European flights.
As airlines add capacity on China–Europe routes and more visa-processing bottlenecks ease, rail operators and tourism boards across the continent are expected to further refine their offers. The next phase of growth is likely to hinge on how effectively European destinations can package rail experiences into compelling, easy-to-book itineraries that align with the expectations of a new generation of Chinese travelers.
Mastercard 2024–2025 Cross-Border Tourism Consumption Trends
Turespaña trade promotion activities in China
Rail Europe WeChat Mini Program launch for Chinese travellers